Strategic Brand Management Book

I: Opening Perspectives CHAPTER 1
Brands & Brand Management

II: Identifying and Establishing Brand Positioning and Values CHAPTER 2
Customer-Based Brand Equity

CHAPTER 3
Brand Positioning

III: Planning and Implementing Brand Marketing Programs CHAPTER 4
Choosing Brand Elements to Build Brand Equity

CHAPTER 5
Designing Marketing Programs to Build Brand Equity

CHAPTER 6
Integrating Marketing Communications to Build Brand Equity

CHAPTER 7
Leveraging Secondary Brand Associations to Build Brand Equity

IV: Measuring and Interpreting Brand Performance.
CHAPTER 8
Developing a Brand Equity Measurement and Management System

CHAPTER 9
Measuring Sources of Brand Equity: Capturing Customer Mindset

CHAPTER10
Measuring Outcomes of Brand Equity: Capturing Market Performance V: Growing and Sustaining Brand Equity.

CHAPTER 11
Designing and Implementing Branding Strategies

CHAPTER 12
Introducing and Naming New Products and Brand Extensions

CHAPTER 13
Managing Brands over Time

CHAPTER 14
Managing Brands over Geographic Boundaries and Market Segments

VI: Closing Perspectives

CHAPTER 15
Closing Observations